The Georgian government launched a tourism campaign that aimed to bring more visitors to the country. With a new slogan and hashtag, they hoped for increased tourism numbers. After just one month, their efforts paid off as visitor numbers jumped by 20%.
A new campaign was launched in Georgia to boost tourism. The campaign included the creation of new jobs and a TV commercial.
With the assistance of a new multi-million dollar recovery marketing and advertising effort, Georgia has emerged as one of the top domestic destinations.
“Ready. Set. Georgia.” was developed and released by Atlanta’s Blue Sky Agency earlier this year, and the campaign has been a huge success.
ADDITIONAL DESTINATION & TOURISM INFORMATION
Ready. Set. Georgia. drew more than 25,000 visitors and arrivals in the first three months of its debut, propelling the state to fifth place nationally in overnight tourism. Other accomplishments include a 35 percent visitor engagement rate, which is 15% higher than industry averages, a 2,000 percent rise in social interactions, and a 620 percent increase in website sessions.
The idea was “intended to deliver on research findings that showed what customers were wanting and searching for,” according to Blue Sky Creative Director Mariana Costa, by emphasizing unique experiences being experienced by actual individuals.
“We thought that our efforts over the past year to keep Georgia in their minds and in their hearts would make us a priority destination,” said EVP Annette Sally. “We wanted visitors to know that Georgia had everything and everything they needed as they prepared to go off on their next adventure. Fantastic outdoor adventures and places, as well as lively metropolitan settings with much to do. We wanted Georgia to be the response to anything they were prepared for. And that occurred a lot more than we expected. Consumers flocked from all across the country, in greater numbers than in pre-COVID travel times. Georgia has risen to the fifth most popular overnight travel destination in the United States, thanks to visitors to our lovely state. We could not have hoped for a more enthusiastic reaction.”
“When we were developing our marketing messaging, consumer demand was the main motivator,” Sally said. “We began preparing for this campaign long before we launched it. We kept a close eye on customer mood throughout the year so we could know when, when, and how to reach out to them. Our main aim was to be ready when customers were, with the term “ready” being the crucial word. The creative motivation for the campaign concept was understanding that consumers were ready on all fronts—when they were ready to plan, what type of travel they wanted to experience, and when they were ready to go out there and go.”
Georgia, ready, set, go! campaign poster (photo via Explore Georgia)
According to Costa, the COVID-19 epidemic posed a number of difficulties. “We wanted to consider alternatives that were feasible given our limitations, as well as a different approach to content creation. We decided to use User Generated Content (UGC), which allowed us to record regular individuals in Georgia experiencing remarkable experiences.”
In July, the campaign generated a new high of 40% video interaction and an average site visit of 1:09, up 380 percent from the spring.
“The ability to connect into a genuine moment in time provided this campaign an authenticity that I don’t believe we could have achieved with models and filmed situations. This effort, as well as our fantastic relationship with Georgia Tourism, is something we are extremely proud of “Costa said.
The georgia business news is a great article that discusses how a new campaign helped boost tourism in Georgia.
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